Anyone work in Marketing?

mae0111

If you work in a marketing organization, would you be willing to share how your group is set up? Broad role definition, some detail about responsibilities, etc? I'd appreciate it. My manager has asked a few of us to think about our current structure and whether or not it's working. I don't think it's quite right. Thanks!

PSU_Texan

Can you better define "marketing"?  Are you doing marketing communications?  Market development?  Market strategy?  All of the above? 

mae0111

@PSU_Texas - all of the above.  We handle all comms, strategy, technology associated with marketing (content management systems, CRMs, marketing automation), engagement, brand, design, advertising, etc.  We are not a sales organization, but we work closely with sales.  We work together to determine sales initiatives, and arm the sales force with everything they need (materials, stats, digital support).

thanks!

PSU_Texan

So I'm in a similar organization at my company.  Marketing sets the strategy, advises on pricing, does market research and interfaces closely with marketing communications, sales, and technology support, providing them with direction and data.  Marketing communication and technology are their own functionalized organizations (so all of them regardless of product line are in their own management structure).  Marketing and sales are two different divisions ultimately reporting up to the VP for our business unit.  Within marketing we typically have a global marketing manager who then has regional marketing advisors and possibly a global market planner (me) reporting to them.  It varies depending on the size of the portfolio of products.  The regional marketing advisors deal with the more day-to-day business decisions.  They frequently get involved in customer issues with sales and technology.  They also help the global manager steward the profitability of the business.  My role as a market planner is more focused on mid to long-term initiatives... are we in the right market, could we replicate to other customers, do we need new collateral for our sales team, do we have enough opportunities in the pipeline to reach growth targets, etc. 

mae0111

@PSU_Texan - thanks so much, very helpful.  We're currently organized by region (globally) and then by sales channel within the region.  We've got similar functions across channel, but no specific planner role (sorely needed IMO).

Perhaps we're organized the right way, but there is definitely a lack of governance.  People want to do everyone else's jobs, and not just focus on their own.